The 2009 Hyundai Assurance Program is a great illustration of reducing risk perceptions even in B2C (Business to Consumer) situations. Keep in mind that the Kraljic model was originally developed to understand B2B (Business to Business) buying behavior. Kind of like relationship marketing that B2B marketers always practiced and B2C marketers have enthusiastically adopted - more as technology allowed easy availability of CRM (Customer Relationship Management) and SFA (Sales Force Automation).
So let us understand the 2009 Hyundai Assurance Program that made Joel Ewanick famous. If you think about it the Hyundai campaign addressed the deep job loss risk anxiety of 2009 without really giving much away. Here is how: